Alicia Simper

Sales Strategy & Operations leader with 10+ years in SaaS and technology-driven sales organizations. Proven builder who thrives in ambiguity while delivering uncompromising operational rigor — defining annual sales vision, translating company objectives into quarterly GTM plans, and standing up net-new functions from scratch. Deep experience auditing sales funnels, designing compensation and forecasting frameworks, and leveraging AI-driven tooling to maximize productivity.

Cross-functional partner to Sales, Finance, Legal, and Product with a track record of accelerating deal velocity, improving forecast accuracy, and supporting profitable growth. Contributed to growing annual revenue from $187M to $600M at PAR Technology.

Sr. Manager, Sales Strategy & Operations at PAR Technology (formerly Punchh) (2023-02 – Present)

Own core Sales Strategy, Deal Desk, and Revenue Operations functions across new business, renewals, and expansions for a multi-product SaaS platform (Punchh Loyalty, Punchh Wallet, PAR Pay, PAR Retail).

• Defined annual sales vision and translated company-level objectives into disciplined quarterly GTM plans; partnered with Sales leadership to align territory design, rep targets, and pipeline coverage ratios.
• Audited and restructured the end-to-end sales funnel — identifying conversion gaps, standardizing stage definitions, and introducing data governance in Salesforce to improve pipeline health visibility.
• Built and scaled Deal Desk operations: standardized contract workflows, pricing approval frameworks, and non-standard commercial term governance, reducing deal turnaround time significantly.
• Leveraged AI and automation tooling to eliminate manual reporting overhead and increase rep productivity; designed executive dashboards that surfaced leading indicators in real time.
• Administered sales compensation through CaptivateIQ; partnered with Finance to model attainment scenarios, quota relief policies, and incentive plan design aligned to revenue targets.
• Scaled operational support for 15+ sales reps across new, renewal, and expansion motions while maintaining pricing discipline and consistent cross-functional execution.
• Served as operational bridge between Sales, Finance, and Legal — ensuring commercial terms aligned with revenue policy and GTM strategy across the full revenue lifecycle.

Sales Operations Manager at Priority Dispatch (2020-02 – 2022-10)

Partnered with VP of Sales and CFO to design and scale a high-growth SaaS sales operation during pandemic conditions.

• Designed and operationalized annual sales strategy: built territory models, quota frameworks, forecasting cadences, and compensation structures aligned to company revenue targets.
• Delivered 25% year-over-year revenue growth by strengthening GTM alignment, pipeline reporting rigor, and cross-functional operational discipline across Sales, Finance, and Operations.
• Audited and rebuilt quote-to-cash workflows, eliminating handoff friction between Sales, Finance, and Ops teams and accelerating deal close rates.
• Built advanced Salesforce dashboards and KPI reporting to monitor pipeline health, discount trends, stage conversion, and rep attainment — providing leadership with actionable, real-time insights.
• Supported complex deal execution and pricing governance across a multi-product platform serving B2B customers.

Sales Associate Supervisor at Priority Dispatch (2019-01 – 2020-02)

• Led and coached a team of sales associates; built Salesforce reporting infrastructure to track individual performance, KPIs, and revenue contribution for leadership visibility.
• Managed tradeshow strategy (75+ events annually) to support pipeline creation, brand presence, and new business development.

Regional Account Manager / Lead Sales Associate at Priority Dispatch (2015-05 – 2019-01)

• Supported regional sales efforts generating ~$9M annually; played key role in upsell and expansion motions and ranked top three in revenue performance in final fiscal year.

Government Sales Associate at Verizon Wireless (2007-11 – 2015-05)

• Supported state and local government customers with wireless and mobility solutions; led quarterly business reviews identifying expansion and renewal opportunities.

Associate of Science – Salt Lake Community College

Certificate in Women in Leadership – University of Utah, Eccles School of Business